Perspective · Messaging

Corey Haines

Connect the message to the customer, product and channel.

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Corey Haines — Connect the message to the customer, product and channel

Inherited source references. Read the original before attributing advice to the person. These applications are not quotations or an official collaboration.

Check that the customer group, offer and message fit together before optimising a channel.

Give the content a natural next step towards a relationship you can maintain.

Questions to work with:

Is the message unclear, or is it the offer?

What should the reader be able to do after reading?

Sources from the original project:

How to grow a SaaS from $0 to $1M+ ARR: layered launches, five growth factors, focused experiments
https://www.youtube.com/watch?v=2faZaYO-ous

Corey Haines on building a SaaS acquisition engine: positioning, programmatic SEO and conversion pages
https://www.youtube.com/watch?v=8ww6cjVsMrA

The ORB Framework: Owned, Rented, and Borrowed audiences as a marketing strategy
https://www.swipefiles.com/articles/orb

Use this perspective to examine the brief. Write directly in English in the brand’s voice. Preserve facts and terms; do not use the person’s name as product evidence.

Image source ↗ · via The Brains

How to use Corey Haines’s perspective

Check that the customer group, offer and message fit together before optimising a channel.
Give the content a natural next step towards a relationship you can maintain.

Our own applications for copy – not quotations and not an endorsement.

Questions to work with

Is the message unclear, or is it the offer?
What should the reader be able to do after reading?

Sources from the original project

Inherited source references. Read the original before attributing advice to the person. These applications are not quotations or an official collaboration.

Frameworks that pair with this perspective

April Dunford · OfferShow the difference that mattersPositioning as April Dunford describes it: start with what customers would otherwise choose, identify what you can do…Joanna Wiebe / Copyhackers · Customer insightTake your words from customersJoanna Wiebe and Copyhackers argue that copy starts with research: gather how customers themselves describe the…David Ogilvy / our application · MessagingMake the headline carry the messageDavid Ogilvy held that far more people read the headline than the body copy. So get to know the product and the reader…

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